The COVID-19 pandemic has not had any major impact on the demand for retail tissue, with Thais continuing to use water and home care products around their home to keep it clean and safe from the virus. There were also no issues in terms of product supply, with manufacturers ensuring constant availability of retail tissue throughout the pandemic.
Paper towels experienced a slowdown in 2020, but remained in positive growth territory in volume terms. This remained the case in 2021, with positive volume growth, albeit still slightly slower than pre-pandemic levels.
The retail tissue competitive landscape in Thailand remains consolidated, with Kimberly-Clark Thailand the clear leader through the offer under its well-known brands Scott and Kleenex. Scott has the highest overall penetration in the category, while Kleenex is recognised for its offer of facial tissues, where it is the clear leader in both boxed facial tissues and pocket handkerchiefs.
Over the forecast period retail tissue is expected to record healthy annual growth rates, with toilet paper, the biggest category, expected to be the most dynamic product area, thereby being the main growth driver in retail tissue overall. The familiarity of Thai consumers with using toilet paper for multiple purposes is expected to continue to support strong demand for this product.
Toilet paper will perform well over the forecast period, remaining the biggest product area in the overall retail tissue category. Thais use toilet paper for multiple purposes around the house, especially in rural areas.
Products made from recycled paper are expected to continue increasing their presence in the category. With growing consumer awareness of the environmental impact their shopping choices can have as well as the waste generated by single-use disposable products, there is increasing attention being paid to more sustainable alternatives.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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